Old school not impressed

7 replies
I explain "content marketing" for offline businesses to my 83-year-old uncle who ran his own successful local ad agency for 40+ years.

"CONTENT Marketing?" he said with a chuckle. "You know what we used to call content marketing?" he said. "Marketing."
#impressed #school
  • Profile picture of the author focusedlife
    Well....he sounds like a wise man to me.

    I don't think anyone REALLY cares about marketing content.

    Online marketers have even more tunnel vision than anyone else I can think of.

    Big picture is lost on a lot of newbies.

    That's why there is so much misinformation in the market place.

    Thanks for the reminder.

    Los
    Signature
    The only group with more actionable info than any WSO → The Parlay Society
    Want me to write stuff for you? → Click here to check this out
    {{ DiscussionBoard.errors[8710327].message }}
  • Content marketing is traditional marketing, we just have more tools for it now than before. But at the end of the day, the one thing that stays the same is we're all selling to people. Technology does play a role but we have to remember that our content has to appeal to human, not robots.
    {{ DiscussionBoard.errors[8711115].message }}
  • Profile picture of the author misterme
    Content marketing is not the old conventional marketing at all. It doesn't contain any of the hype, none of the claims, offers, new, improved, family size, economy size anything. It's about information, not sales messages.

    Your uncle's reply lumping it all together is like when an old timer says, "Latte? Cappucino? Back in my day we called it 'coffee.'"
    Signature
    "Best book on answering objections I have seen... it's for photographers but it has brilliant techniques you can use in any business." - Claude Whitacre. When They Say That, You Say This (Amazon Kindle)
    {{ DiscussionBoard.errors[8711989].message }}
    • Originally Posted by misterme View Post

      Content marketing is not the old conventional marketing at all. It doesn't contain any of the hype, none of the claims, offers, new, improved, family size, economy size anything. It's about information, not sales messages.

      Your uncle's reply lumping it all together is like when an old timer says, "Latte? Cappucino? Back in my day we called it 'coffee.'"
      Exactly. He's from a different era. Actually, we were at Starbucks at the time and he gruffly ordered "coffee, black." The look on the barista's face was priceless. Coffee?
      Signature
      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
      {{ DiscussionBoard.errors[8712205].message }}
    • Profile picture of the author misterme
      Originally Posted by Ken_Caudill View Post

      All sales efforts are about conveying information. The soft sell and the consultative sell have been around a long, long time. Trust me, all wheels are round.
      Yeah I hear you though I'm thinking an 83 y.o. has been fed a lifetine of marketing that was mostly pitches, not actually information and certainly not soft sell or consultative. Around when he was born he was hearing circa 1930's radio shows brought to you by the makers of [product], and here's the jingle... Magazines showed ads depicting the well shaven man uses Gillette. In the 40's and 50's television continued pitching spots and sponsoring shows named after the sponsors, such as Texaco Star Theatre, Kraft Televison Theatre, Colgate Comedy Hour... Billboards sprung up highways with slogans... then came the Noxema "take it off, take it all off" "Hey, Culligan Man!" Speedy AlkaSeltzer... Spicy Meatball, You deserve a break today, Fly me, Josephine the Plumber, Ho Ho Ho Green Giant, I'm a pepper you're a pepper and Nothing comes between me and my Calvins. Not one frickin' piece of informational content in the lot, really. And that's his frame of context.
      Signature
      "Best book on answering objections I have seen... it's for photographers but it has brilliant techniques you can use in any business." - Claude Whitacre. When They Say That, You Say This (Amazon Kindle)
      {{ DiscussionBoard.errors[8712832].message }}
      • Profile picture of the author Biz Max
        I think of it more as advertising, marketing is such a broad term.
        Signature
        Small Business Marketing & Branding Specialist
        http://BrandWhisperer.net
        {{ DiscussionBoard.errors[8713234].message }}

Trending Topics